Elevate Your Content Marketing Measurement
.png)
Frequently Asked Questions
Why are traditional attribution methods like last-touch considered limited?
Last-touch and cookie-dependent models only capture a single point in the conversion path and often miss broader engagement signals. They under-represent multi-touch journeys and deeper forms of attention and consideration that content marketing drives.
What should content marketers measure instead of just viewability?
Marketers should shift toward attention and deeper engagement metrics — such as time-in-article, scroll depth, active interactions, and qualitative measures of consideration — to better understand audience behavior and impact.
Which alternative measurement approaches work best for content?
Holistic measurement approaches that combine attention metrics, multi-touch attribution models, incrementality testing, and first-party engagement signals provide a more accurate view of content effectiveness than cookie-reliant last-touch models.
How can I access the full webinar?
Fill out the form on the Nativo webinar page to download the full on-demand webinar featuring Greg Friend, Nativo’s VP of content, insights and strategy.
Digital measurement has evolved. Traditional attribution metric methods (such as last touch or cookie-dependent) are now considered limited. For content marketers to drive meaningful conversions, they need to rely less on simple viewability metrics and begin to implement advanced strategies that capture the full spectrum of consumer interaction.
Discover how to go above and beyond basic metrics to understand true engagement and consideration from Greg Friend, Nativo’s VP of content, insights and strategy. You’ll find out:
- The future of digital measurement, including new approaches you can implement today to provide a more holistic view of consumer behavior
- How to shift from viewability to attention and why deeper engagement metrics are essential for accurate measurement
- The shortcomings of last-touch attribution and cookie-dependent models, and which alternative measurement approaches work best
.png)
.png)